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These platforms have vastly different approaches to execution and attention. Fundamentally, Google ads can be very direct, only having a short window for your audience to take notice. And this small window can get even more cramped if the user is in a hurry (as most of us are) to look for results. Not to mention, Google ads scream “this is a paid advertisement,” leading our search results like real estate agents handing out flyers long before we step into the neighbourhood. Facebook ads are much more subtle and tend to blend in with other organic content.

Will my ads be seen?

Most likely yes. If your ads don’t appear to you or more importantly, your intended target audience, then you may have a technical issue, e.g. your ad is paused, disapproved, has low search volumes, has negative keywords, or many more. And this merits an investigation and/or a call with Google’s customer service.

If it works, then you’ll be able to see impressions stacking up (a single view of your ad). Your ads, however, will not be seen by everyone on Google. Its visibility, click rate, and conversion rate are affected on varying degree by these four factors:

Keywords. These are words you used to show your ads to people and also determine your audience. Your ad appears on a search result when its keywords are similar or match the terms used by the person using Google. Use only high-quality and relevant keywords to attain higher ranking and save you more money in the process.

Relevance. Speaking of such, relevance is how well your keyword matches the message in your ads. An “average” or “above average” keyword status ensures whoever will come across your ad is interested and therefore easy to convert. Meanwhile, a “below average” keyword status means that your ad or keyword may not be precise enough, and you should narrow it further.

Quality score. The single best indicator of your ad’s performance. It is the aggregate estimate of your ad’s clickthrough rate, relevance, and landing page user experience. The more relevant your ad is and the better user experience you give, the higher your Quality Score will be, and therefore can lead to lower prices and better ad positions.

Cost per click. As opposed to cost per action, CPC (also known as PPC or pay per click) is the amount you pay every time someone clicks on your ad. You bid this amount every time you place ads (remember it’s an auction).

Nail all of these factors and you will see your ads reach a higher ranking, greater visibility, and better performance.